Mumbai-based makeup brand FAE Beauty has raised a fresh round of funding of Rs 17 crore led by Spring Marketing Capital with support from other investors. The brand was founded by makeup artist Karishma Kevalramani.

FAE Beauty creates cosmetics specifically made for Indian skin tones. Their products like Lip Whip and Lush Blush offer long-wear and skincare benefits like hydration and protection. The company wants to provide consumers with the best shade options that truly match Indian skin.

With the new funding, FAE plans to launch more products, focus on face makeup, and expand sales across online and offline stores like Amazon, Nike, Blinkit, etc. The team believes that it is spearheading a trend where makeup also takes care of the skin and allows people to express themselves with confidence.